Did you know that 70% of mobile customers call their target business through Google Ads? While this was reported by Google in 2013, Marchex, a mobile advertising analytics company, suggested that the number of click-to-calls from mobile would increase from 40 million phone calls monthly in 2013 to nearly one billion in 2015. Recently, BIA/Kelsey forecasted that 93 billion consumer-to-business phone calls will be made from smartphones.
Integrating your business phone number into your Google ads or using “call ads” is sure to pay off. Doing so removes one step in the process, leading to increased leads and conversion rates in the long run.
Google Ads has a campaign type designed for businesses to get phone call leads called call campaigns. Setting up a call campaign is best used if you want to encourage your customers to reach you by simply clicking or tapping on your ad.
In today’s article, we’re going to cover a few things about Google’s call campaigns, including the following:
- How Call Campaigns Work
- Why Use Call Campaigns on Google Ads
- How to Create Call Campaign
- How to Create a Call Ad for Your Campaign
How Call Campaigns Work
Ads created under call campaigns are designed to show only on mobile devices capable of making calls. Call ads are very flexible when it comes to how they show on mobile devices. There are times that they may not show on every line of text on the ads depending on how Google optimizes your ads for mobile to enhance their performance.
The main goal of call campaigns is to give your ads greater visibility and prominence on search result pages. Google also recommends that when creating call ads, it is best if you can add all extensions relevant to your business. One of the best extensions you can add is location. This lets you inform your target audience that you are near their area, encouraging them to check your physical store after making a call.
Here are several things you must know before using call campaigns:
- You can share your phone numbers across the ads within your ad group or entire campaign with call campaigns.
- You also set numbers that will only show during your business operating hours.
- Call campaigns allow you to set count calls as conversion.
- Clicks on your phone number will cost the same as headline clicks or the standard cost per click (CPC).
- Call campaigns, as of now, are not yet available for campaigns that target Display NEtwork.
- When creating a new ad in your call campaign, you will be asked to enter your business phone number. You also need to verify your ad and number through a verification URL. The same phone number you enter should be the same as the one published on the URL page.
Why Use Call Campaigns on Google Ads
The primary goal of using call campaigns is for your business to get phone calls that can convert into potential leads and eventually into customers. A call campaign allows your business to focus on getting more calls straight from your ads.
As explained, you can use CPC (cost-per-click) bidding based on the value of a call to your business. You can also add your existing business phone information to your new ads and add select extensions relevant to your call campaigns.
You can bring in more leads for your business and grow your conversion through inbound calls or the foot traffic you can get from direct calls. Through calls, your business can directly communicate with potential customers and answer any questions they have regarding your brand, product, or service.
As a digital marketing company in Los Angeles, Cybertegic recommends call campaigns for businesses and brands that offer services or products that need an in-depth explanation to close a sale. For example, real estate agents need to thoroughly explain the house or land they plan to buy to their clients. Through call campaigns, they can directly call your business from your ad.
How to Create Call Campaign
Before you create a new call campaign, remember that for your ad to show your business phone numbers, you need to add a verification URL when creating ads. The URL should link to your website’s landing page, where Google can confirm your business phone number.
The phone number on your landing pages must always match the number shown in your ads.
Follow this step-by-step guide on how to create a call campaign in Google Ads:
- Log in to your Google Ads account.
- Click on Campaigns located in the page menu on the left.
- Click on the plus button and then choose New campaign.
- You can either choose Sales or Leads, depending on your goal.
- You can create a campaign without choosing a goal by simply selecting “Creating a campaign without a goal’s audience.” If this step doesn’t work, select a campaign type first, then choose a goal.
- Choose the Search campaign type.
- Under the “Select the ways you’d like to reach your goal,” check the box next to “Phone Calls.” Enter your business phone number.
- Click Continue.
- Enter the Campaign Name you’d like at the top of the page.
- Select “No” in the “Add to Display Network.”
- Choose the target goal and adjust the bidding options.
- Enter the daily budget you want to set for your campaign.
- Update any other settings you would like for the campaign.
- Once done, click Save and continue.
How to Create a Call Ad for Your Campaign
Once you’re done creating a call campaign, the next step you need to do is to make call ads for this campaign. Below is a complete guide on how to generate call ads:
- Go to Ads and Extensions.
- Click on Ads.
- Click the plus button.
- Choose Call ad.
- Choose “Select an ad group” to save your ad and choose which ad group you want to place your ad.
- Fill up the following info:
- 2 headlines
- business name
- business phone number
- 2 ad descriptions
- final URL
- verification URL
- display path
- display URL and verification URL
- Select “conversion action” under the same field.
- Click “Save new ad.”
Keep in mind that while adding two headlines is optional, it is highly recommended by marketing executives. It will allow you to show additional text in your ads. You can even include special offers or a call to action.